AI in Copywriting: Cheap SEO That Ends Up Costing More

In recent times, we have noticed that for many clients it has become tempting to ask an AI tool to write all the website content and simply click "publish." In part, we understand why — it’s fast, it sounds well written, and it costs a fraction of what a professional copywriter would charge. However, it remains a worrying trend. Using AI to generate 100% automatic content, without review or human input, is creating generic websites with no soul and, even more seriously, with mediocre SEO performance.

In this article, we will analyze why AI should be seen as an assistant, and never the final copywriter.

The risk of generalization and the lack of E-E-A-T

AI is trained on public data and is therefore excellent at compiling information that already exists, but it completely fails when it comes to creating something new or deeply personal.

The problem with generic content

When you use 100% AI, the text ends up sounding exactly like that of competitors who also use AI. There is no day-to-day knowledge, no nuances of your niche market, and no real brand success stories. The result? The visitor reads it, feels no connection, and the bounce rate generally increases (bounce rate).

Google’s E-E-A-T criteria

Google introduced the concept of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

To rank well, Google wants to know whether the person who wrote the text has real experience in the subject. A text generated by AI fails at this crucial point because a machine has no life experiences or deep, practical technical knowledge.

What does Google say and what does the industry data show?

Many clients ask us: "Does Google penalize AI content?".

The short answer is: Not directly, but it penalizes low-quality content.

Google’s official position, as detailed in its content guidelines, is clear: the focus should be on the user, not the search engine.

"Our long-standing policy on automatically generated content is that it is focused on manipulating search rankings, which is a violation of our spam policies." — Google Search Central

What studies and SEO practice indicate:

1. Ranking drops after updates: Market analyses carried out by SEO platforms such as Search Engine Land have shown that, after algorithm updates focused on content "helpfulness," websites that overused 100% AI content saw their traffic decrease drastically. It is important to understand that Google’s algorithm has become much more capable of detecting generic content without added value.

2. Low conversion rates: There are several studies from conversion-specialized platforms, such as CXL, showing that content without personality and emotional appeal has significantly lower conversion rates. We must always remember that SEO brings the visitor, but it is human copy that communicates authority, builds trust, and guides the sale.

The hybrid solution: The best of both worlds

At Multisnet, we are not against technology. On the contrary, our recommendation to our clients is always to adopt a hybrid approach.

Tips: How to use AI to create quality copy

If you are going to use AI to help create copy for your website, the secret is not to ask it to "write," but rather to "train" the tool you are using within a specific context. The more information you provide, the less generic the result will be.

• Define a detailed persona: Don’t just say "Write about IT services". Instead, try: "Act as a senior Multisnet consultant with 20 years of experience in cybersecurity for SMEs in Portugal..."
• Provide real data and case studies: Insert specific data that the AI does not know. "Write a paragraph about our service X, mentioning that we helped a logistics company reduce costs by 30% using solution Y."
• Specify tone of voice and intent: "Use a professional but accessible and empathetic tone, avoiding excessive technical jargon. The goal is to persuade the reader to schedule a meeting."
• Ask for structure, not the final text: Use AI to create the index or main topics of a section and then write the text in your own words with real examples from your company.

Human conclusion

Artificial Intelligence is undoubtedly a powerful productivity tool, perfect for overcoming the dreaded "blank page" or structuring ideas. However, relying 100% on AI to write a website’s copy is a risk that brands should avoid at all costs. Automatically generated content is, in most cases, mediocre, generic, and lacking the emotional connection needed to convert visitors into customers. The final result is websites that, instead of selling, simply fill space.

To achieve strong Google rankings today, it is not enough to check off a list of keywords; you must demonstrate authority, credibility, and above all, real experience (the well-known E-E-A-T). Websites need a human side and a solid strategy that only human professionals can guarantee.

We believe technology should serve human talent, not replace it. Our hybrid approach supports websites that are technically optimized through the efficiency of AI, but written and refined with the sensitivity and expertise of a professional copywriter.

To demonstrate what we are trying to illustrate, nothing better than generating a new conclusion for this article, written 100% by AI.

100% AI conclusion (to avoid)

In summary, the use of artificial intelligence in the creation of digital content represents a significant technological advancement for modern businesses. The ability to generate texts quickly and efficiently enables the optimization of valuable resources, allowing organizations to maintain a consistent and up-to-date online presence. However, it is essential to consider that the machine operates based on pre-existing data patterns, which may limit the originality and analytical depth required to differentiate a brand in a competitive market.

Furthermore, automated text production can sometimes result in content that lacks the nuance and deep contextual understanding inherent to human experience. Search engine optimization is a crucial factor, and recent algorithms prioritize content quality and relevance for the end user. A text that does not demonstrate in-depth industry knowledge may fail to achieve the desired organic positioning, negatively impacting the company’s long-term visibility.

Therefore, the best strategy for digital success lies in the synergy between technology and human oversight. While AI can provide a solid structural foundation for content, the intervention of human experts is indispensable to refine the message, ensure the accuracy of information, and guarantee effective communication. By adopting a balanced approach, companies can leverage technological efficiency without sacrificing the quality and authenticity that customers value.